Here's the new advertising vehicle for monster.com....I mean the recruiting newsletter from Fast Company

Here's the link for FastCompany's new hiring newsletter, which I receive via introductory e-mail today (e-mail came from fastcompany.com). I had to look at the url a couple a times to make sure I was in the right place. Hmm, let's see, silly monster logo, chief monster making a silly face, sign up for monster.com here. Not quite sure what about this is FastCompany. But I do know I don't like it...it seems kind of dishonest and insulting. I hope FastCompany enjoys the advertising revenue that they just made off of this, because they've lot my attention completely (which will take some unsubscribing now).

Bottom line: if you brand something a certain way and it turns out to be something different, you've lost the trust of your audience.